Seth Rowden
Copywriter · Author · Brand Writer · Copy Opinion
In their own words
I switched from a project mindset to a relationships mindset.
Humour, as any stand-up comedian will tell you, allows us to discuss taboo topics.
Few startups have the brand voice to get a national retailer to change their terminology.
Hot pink type is drawn almost like it’s written by a finger dipped in sauce – not so literal that it’s gross, but just enough to suggest a hands-on attitude to food.
The language helps to demystify fine dining and appeal to a younger audience who might not frequent the restaurant or could even feel intimidated by the whole experience.
They teach us a lesson that goes beyond surf: look close to home for your brand voice, find stagnated industries that are ready for change, swim in the opposite direction to others.
Heyday – meaning the high point of success, popularity etc. – speaks to a younger audience and has a feel-good, “live for the moment” ring about it.
Get up and go – a great brand statement backed up with a set of assertive slogans such as 'Wake up to the city'; 'Don't visit live it'; 'Less chill more thrill'.
Ragged Edge show us that people are moved by good ideas first, and everything else should come second.
The decision to use words instead of illustrated characters, for example, is what makes this piece so captivating.
Articles & interviews
- "Top Networking Strategies for Creatives in 2025"
Creative Boom’s article by Tom May explores why networking should be a top priority for creatives in 2025. Drawing on advice from illustrators, designers, and other professionals, it emphasizes authentic relationship-building over transactional interactions. The piece offers practical tips for introverts, follow-up strategies, and examples of how networking can lead to unexpected opportunities.
- Period puns and CBD tampons. The story of two brands
The article by Seth Rowden explores how two period care startups, Here We Flo and Daye, are reshaping the language and innovation of the menstrual product industry. Here We Flo uses humour and inclusive language to challenge stigma, while Daye introduces CBD-infused tampons and other health innovations. Together, they represent a shift in both communication and product development within a traditionally stagnant category.
- Seth Rowden on Brand Language: Farmyard Frozen
Written by Seth Rowden for BP&O Voices, this article explores the brand language and identity of Farmyard Frozen, a frozen meal spin-off from the Norwich restaurant Farmyard. Designed by UnitedUs, the branding uses playful, unpretentious language and bold hot pink visuals to make fine dining approachable and fun for a younger audience.
- Seth Rowden on Brand Language: Mami Wata
Seth Rowden’s BP&O Voices article explores how South African surf brand Mami Wata uses West African folklore and local idioms to create a distinctive brand language and identity. The piece highlights their film 'Woza', which redefines surf culture through African storytelling and aesthetics. Rowden praises Mami Wata for revitalizing the surf industry with authenticity and cultural depth.
- New Packaging for StrangeLove Lo-Cal Soda by Marx Design
BP&O features Marx Design’s packaging for StrangeLove’s Lo-Cal Soda, a witty and nostalgic reimagining of the soda category. The project combines structural design, refined copywriting, and minimalist aesthetics to evoke both premium quality and playful character. The result balances nostalgia with modern sophistication, reflecting StrangeLove’s evolving brand voice.
- New Branding & Packaging for Heyday by Collins
BP&O features Collins’ branding and packaging design for Target’s Heyday, a new line of affordable tech accessories. The identity blends cheerful form language, bright color, and clever packaging details such as the euro slot motif. The article praises the integration of product, packaging, and digital presentation, highlighting the brand’s playful tone and thoughtful material design.
- New Logo & Graphic Identity for Assembly by Ragged Edge
BP&O features Ragged Edge’s brand identity for Assembly, a new London hotel by Criterion Capital. The identity centers on the concept 'Get Up And Go', using bold typography, energetic copywriting, and urban imagery to appeal to young, experience-driven travelers. The project includes a custom type-led logo, signage, packaging, and digital applications that reflect the vibrancy and diversity of the city.
- New Graphic Identity for PopTech by Collins
BP&O features Collins’ 2017 identity for PopTech, a Maine-based conference exploring innovation and collective action. The design, centered on the theme 'Instigate', uses intersecting forms, bold color contrasts, and dynamic typography to express the collision of ideas. The accompanying video and motion work reinforce the conference’s message of forward-thinking change and creative dialogue.
- New Graphic Identity for Garden 13, Graanmarkt 13 by Base
BP&O features Base’s packaging and identity design for Garden 13, a plant-based product line from Antwerp’s Graanmarkt 13. The project emphasizes storytelling and copywriting, using poetic microcopy and minimal packaging to evoke sensory and emotional connections to nature. Richard Baird praises the concept’s restraint and the effectiveness of its copy-led approach.
- New Brand Identity for Frameline 41 by Mucho
BP&O features Mucho’s brand identity and campaign design for Frameline 41, the world’s longest-running LGBTQ film festival. The identity builds on the previous year’s framing concept, evolving into a typographic campaign with witty, inclusive wordplay by copywriter David Begler. The design uses gradients, bold typography, and dark backgrounds to express diversity and pride while maintaining professional restraint.